Career Summary
Seasoned executive with experience successfully taking startup, turnaround, family owned companies and Fortune 50 divisions to record levels of sales and profitability. CEO, President, CMO and Managing Director experience with full P&L, manufacturing and operations background. Strengths include strategic & financial acumen, classical marketing & branding expertise, successfully sold into virtually all classes of retail trade. Proven ability to select & build strong management teams. Recipient of multiple branding, product & advertising awards in US and worldwide.
From a classic brand/product management track early in career, evolved to general management and international focus. With Fortune 50 Company, gained 6 years of executive level experience in Europe and Asia. Transitioned to a small consumer durable company, successfully growing it from $40M to $100M+ in 3 years. Have hands-on success and experience with most major retailers and channels (mass, DIY, sporting goods, food & drug, craft, government, military, independents, etc.). Food, Beverage, Durables, All Natural/Better For You, Retail and B2B.
PROFESSIONAL EXPERIENCE
Wisconsin Milk Marketing Board
CEO December 2016-current
Sartori Cheese Company 2009-2016
CMO & Retail Business Leader, SVP Strategic Development
Responsibility: Hired by family/owner to build a retail business and the Sartori brand. Seven consecutive years of record growth and profitability across all segments (Retail, B2B, Ingredient). Doubled the size of the company in 5 years.
Summary Accomplishments:
- In less than 5 years built a retail business from scratch to approaching $75M entity with strong profit margins. Led strategy development for all 3 business segments resulting in growth of each segment for 7 consecutive years.
- Primarily utilizing social media, PR, influencers, enthusiasts and digital content, built Sartori into a leading artisan cheese brand and company. Successfully repositioned Sartori from a food service company to the leading premium artisan cheese brand in the category. Crafted company and brand identity resulting in dramatic improvement in quality imagery, awareness, trial and resulting sales.
- Hired, trained and built a highly effective marketing and sales team (20+), gaining distribution from coast to coast and 40+ countries. Developed strong relationships at all classes of retail trade and created an e-commerce business.
- Rebuilt acquired artisan dip & spread company (Blue Moose of Boulder), sold 3 years for a 5X ROI
- Trained the 4th generation - both Sartori family members entering the business were direct reports
Columbian Home Products, LLC.
CEO & President 2008 - 2009
Responsibility: Hired by owner to take over full day to day responsibility with the goal of increasing business scale in preparation of ultimate sale. $45M, profitable niche cookware and accessory business. Combination of US manufacturing and foreign sourcing. Sold products in virtually all retail channels – from Crate & Barrel to Wal*Mart. Developed new product line successfully sold to Target, and Wal*Mart. Improved overall sales, profits and margins. Brands included Graniteware, Columbian Home and Joyce Chen
Fiskars Brands, Inc. 2001 to 2008
President, Fiskars School, Office & Craft Division and 2004 to 2008
Chief Branding Officer – Fiskars Brands, Inc.
Responsibility: Dual role as corporate Chief Branding / Marketing Officer for the $1B Finnish company, and Division President (with full P&L on global basis, including Manufacturing, Supply Chain, Marketing, Sales, New Product Development, Finance & HR) overseeing this consumer durables company. Reported to CEO of Fiskars Brands Inc. Served on the Fiskars Executive Leadership Team. In Chief Branding Officer role oversaw and lead brand activities for Fiskars brand worldwide.
Summary Accomplishments:
- Completely revamped all aspects of the operation, and built a global base of operations
- Stabilized this $200M declining business via strategic refocusing, instituting category management, brand marketing, and an infusion of new product development
- Shifted from a manufacturing to sourcing model, resulting in $10MM annual margin improvement, a 90% reduction in asset base, dramatically improving our ability to quickly and affordably deliver an exponential number of new products to market.
- Built brand positioning, incorporated positioning and essence throughout entire marketing mix, & packaging. Created the “Fiskateers” program – one of the most successful and cited CRM programs it the country.
- Created and implemented a new product process, increasing new product output by a factor of 10, as well as speed to market. New products as a % of sales increased from 9% to 33% in 18 months
- Developed and executed acquisition plan; acquired and integrated 4 companies in under 24 months
Fiskars Brands, Inc.
Gerber Legendary Blades/Outdoor Products, Portland, Oregon
President 2001 to 2004
Responsibility: Report to CEO of Fiskars Brands Inc. Hired to turn around a marginally profitable 65-year-old Sporting goods (knife & multi-tool) manufacturing company (300 employees) with a sales trend of -25% in flat to declining industry/segments. Full P&L, US manufacturing, Asian sourcing responsibility.
Summary Accomplishments:
- In first 3 years improved sales revenue by 2.5 times ($40MM to >$100MM), grew EBITDA by a factor of 12, increased operating income from 4% to in excess of 17%
- Created and executed a strategic vision transitioning the organization from a knife/cutlery/multi-tool product line company to an outdoor recreation-based company, and from a manufacturing / engineering orientation to sales, new product and marketing focused team
- Exceeded budget (OI, Sales & RONA%) for 30 consecutive months, 20+ consecutive record sales months
- Upgraded talent level and aggressively modified organizational culture based on accountability, profitability, acceptable risk taking, and personal growth. Selected & built a strong management team. Instilled a culture with a sense of fun and intensity
- Achieved Wal*Mart “Supplier of the Quarter” 3 out of 7 quarters, and recognized as “Supplier of the Year” for sporting goods department
- Established sourcing capability in Asia, transitioned from 100% US manufacturing
- Negotiated, executed and integrated two new category acquisitions & licensing deals
- Improved GP% margin by 11 points via cost reduction and new product development
- Established New Product Development system resulting in dramatic increase of new products from 3 per year to over 100 per year
- Hands on success and experience with most major retailers and channels (mass, DIY, sporting goods, food & drug, craft, government, military, independents).
H.J. Heinz Corp., Pittsburgh, PA
Managing Director - Meal Solutions 2000 to 2001
Responsibility: Marketing focused general management role overseeing a $500MM division. Accountable for business unit financial performance (full P&L responsibility), general business strategies, marketing/brand development, new product development and innovation, capacity strategies and plans, inventory management, HR planning, and acquisition/divestiture. Served on the HFFC Management Board.
Summary Accomplishments:
- Delivered volume and profit goals; grew sales volume in excess of 40% in a difficult industry.
- Successfully recrafted the Boston Market brand introduction to make it the largest new brand created at Heinz in over 125 years. Fastest Brand to $100M in company history.
- Successfully repositioned both the Weight Watchers/Smart Ones and Boston Market brands and brought new creative marketing concepts to the category leading both brands to record levels.
Miller Brewing Company 1989 to 2000
Sr. Group Director - Premium Brands/Foreign Brands 1999 to 2000
Responsibility: Brought back in from International to manage a $1.5B+ portfolio of brands, mend relationships with distributors and develop and rebuild the brand management team. Led multiple brand teams and controlled marketing spending in excess of $750MM.
Summary Accomplishments:
- Crafted a premium brand portfolio strategy, brand strategies and executional plans for the $1.5B portfolio. New TV & Print campaigns completed for 4 major brands in 9 months
President / Managing Director - Asia-Pacific 1995 to 1999
Responsibility: Established and executed strategic plans, provided direction for short and long term region development and oversaw wide-ranging distribution and partner relationships. Full P&L and line responsibility for all Miller brands sold in the largest non-US region (India to China, all points in between). Hired and actively managed local general management teams, sales force, marketing, finance, accounting and all GM functions from Australia to China. Travel requirements in excess of 200 days per year. Established regional offices and hired local staff in five countries.
Asia-Pacific Summary Accomplishments:
CHINA:
- Developed long term strategic entry plan for Greater China. Established local production source with state-owned brewery and introduced Miller into China. Set up offices and hired local management team (GM, sales & marketing) in Beijing and Shanghai. Developed import operation covering over 36 major cities (90% of affluent consumers). Beat volume and profit plan. One of the few profitable beer ventures in China.
KOREA
- Established Miller Korea branch office and hired local management team. Created a distribution structure making Miller the #1 import beer with over 70% market share
JAPAN
- Negotiated Miller’s first Asian joint venture agreement with Japan’s leading brewer. Jointly created marketing & distribution programs.
TAIWAN
- Restructured operations creating our own importing & distribution company. Hired team of 30 to facilitate direct importation, marketing, logistics, sales, finance, billing, etc. Set up multi-tiered distribution network including direct account sales.
Director International Marketing and Export Operations
1994 to 1995
Responsibility: Developed and implemented marketing strategies and programs throughout Europe and Asia including creation of global brand positioning and TV executions. Managed the global market research project which served as the basis for the overarching international strategy & and marketing platform base. Managed the Export Operations team, responsible for worldwide logistics, supply, forecasting, scheduling and delivery.
Director of Marketing – Molson USA, Reston VA
1993 to 1994
Summary Accomplishments:
- From a declining sales base in a flat industry, drove dramatic company growth by more than doubling Molson sales volume in 14 months, and exceeding profit targets by +60%
- Created and launched the first Ice beer (Molson Ice) in the US. Taken from concept to market in less than two months, Molson Ice overtook Heineken as the #1 import beer brand in supermarkets.
- Brammy Award Winner. Food and Beverage magazine - best new consumer product
Sr. Brand Manager – Leinenkugel’s, Value Brand Portfolio
1991 to 1993
Responsibility: Developed and implemented a portfolio strategy approach to Miller’s $1B regional and value segment brands. Successfully repositioned brands via packaging, pricing, promotion and advertising. Managed multiple agencies and an $80MM marketing budget. Led new product development efforts, introduced two new beer brands.
Summary Accomplishments:
- Produced record profits and profit gains (+70%) for this billion-dollar business unit.
- Revitalized Leinenkugel’s (regional beer brand), taking it from a low price local brand to a high price specialty craft beer.
- Led an IT team & in conjunction with BCG developed and designed Miller’s first P&L based analytical & reporting tool, enabling in-depth analysis (sales/margin/cost/profit/sku) at the market level.
Brand Manager – Miller Genuine Draft, Miller High Life
1989 to 1991
Responsibility: Developed brand portfolio strategy, completed analysis of regional strengths & weaknesses leading to reallocation & division of brand funds. Devised & implemented $100MM national media plan including local co-op agreements and merchandising programs. Created programs and promotions with the NBA, MLB, NFL NASCAR and Indy car. Managed budget of +$200MM. Produced over two dozen TV commercials, as well as radio, print and outdoor executions.
1985-1989
Brand Management Positions at leading Consumer Products and Beverage Companies
Welch Foods – Boston (Product Manager)
HJ Heinz – Pittsburgh (Assistant Product Manager, Associate Product Manager)
Stroh Brewery – Detroit (Market Analyst, Sales, Asst. Brand Manager)
Education
Michigan State University, East Lansing, MI
Master of Business Administration (MBA) - Marketing & Finance 1985
Michigan State University, East Lansing, MI
Bachelors of Science - Finance 1983
Harvard University – International Relations & Negotiations
University of Chicago – Executive Finance Program
Affiliations and Associations
- Association of National Advertiser’s (ANA) CMO / Senior Marketers Think Tank Group, CMO Masters Circle
- National Advertisers Review Board – NARB member reviewing & arbitrating Ad Claim Conflicts
- Lead presenter & highest rated speaker - ANA Financial Management Conference
- Adjunct Professor and regular guest lecturer – Marquette University, Milwaukee
- Active ice hockey player, coach & on-ice official
- Father of 4, married 27 years
- The River Food Pantry
- Casa Por Cristo - Mission Work, Guatemala
Chad T. Vincent
5642 Cobblestone Lane, Waunakee, WI 53597
Email me at Chad@ChadTVincent.com
LinkedIn: https://www.linkedin.com/in/ChadTVincent